Optimizing ads

This week we have started our ad campaigns and spending money.

Since I don't plan to continue to work on the business after this course, I was trying to avoid the risk of overspending.  While I did add a daily budget to google ads and a max Cost per click, when it came time to start the ad campaign there was one other option not mentioned in the course.  You can pre-pay for your google ads (make a deposit to your google ads account instead of allowing google to automatically bill you).  This was a big relief after hearing the horror stories of students that ended with an extremely large bill because an ad campaign was so successful.

I also added some negative keywords to avoid paying for ads that might be related to gambling or other games of chance vs. board games.

This week there was also a congressional hearing about Google steering search users and youtube users away from conservative ideas and information.  While they are the number one search engine,it will be interesting to see if the public actually uses other search tools to avoid being steered, or if it will just happen naturally out of frustration.

The missing Link Google Ads and Google Analytics

This week we added another text ad to our campaign, added analytics to our site and linked our Google Ads and Google Analytics accounts.  We also went over how to limit our spending within google ads by setting daily budgets and max CPC.

One of  the best pieces of knowledge from this week was a video from Brother Poole.  He walked through some of the finer details of how spending will actually occur.  While we may set a daily budget, google translates it into a monthly budget and may go way over or under our daily budget to compensate for the fluctuation of number of users searching for our keywords. 

Tying this back to our research into keywords, they also showed monthly searches and then divided for daily estimations, so that strategy works.

The site I’m working on is built using wordpress.    I initially attempted to add the code in a code block to each page last week, but analytics didn’t pick it up.  So, this week I spent more time researching how to get it to work correctly.  Before I could add the analytics code, I had to try out several plugins that would allow me to insert code in the header or footer, before I found a plugin that would work well on my particular site design. 

The reading and research on Quality Scores gave a good general idea on what factors influence the score, but I think in application it will come down to what results am I getting from my ad campaigns.  If the ads are cost effective and driving good results, I might settle for a 8 instead of a 10 that doesn’t actually translate into sales. 

I think that rather than edit the ads I have, I would create new whenever possible to make sure I keep historical campaigns for comparison.

Predictive Keywords in Google Ads

This week we mocked up our text ads.  There were lots of best practices shared.  Some of these best practices that resonated with me were:

Create a separate group of ads for each word type or strategy. Keeping tighter groups of ads within a campaign will help to make easier refinements to advertising later on.  As you identify the demographics that purchase your product you can focus your advertising dollars there.

Like most technology, getting the most out of ads means filling in all of the fields available.

When completing an ad, if you use http or https, you will receive an error code that doesn't pinpoint the problem.  You must use the www. prefix on your ad.

Use some basic code to insert the consumers keyword plus yours in the ad.  This one was by far my favorite.  Rather than creating a nearly unlimited number of ads for all possible word combinations. Pasta Salad Recipes, Green Salad Recipes, Fruit Salad Recipes, you can use code like {keyword: Salad Recipes} and google will insert the preceding keywords in your ad, so it broadens your audience while at the same time making the ad result look like a more precise match to the user.

Keywords and phrases

This week, I kept pondering on what we learned about Google Adwords keywords for setting up ad campaigns.
A couple of items that I want to make sure I implement in my businesses:
Set up smaller ads within a campaign.  Rather than just putting every word or phrase I can think of in a single ad, if I break them up, I can be more prudent in where I spend my advertising dollars.  As I try new keywords, I can see a more specific success rate and deactivate ads that are not actually creating revenue (if that is my goal).
I also think that while I had originally thought I would have a single large page with lots of products on it, I can see why it is worth the effort to have a separate sub/page for each item, so that as users search for the goods or services that I have, they can be guided to exactly what they are looking for instead of getting frustrated, or abandoning the search for it because of the difficulty in navigation.
Finally, if I were to create content in a different language (spanish), I would want to separate it so that I could drive preferred language users to the appropriate site, instead of hoping they will go through the trouble of using google translate, or hoping that a site translator will do an accurate job.